Ortiz and Evans, the heavyweight winner from The Ultimate Fighter 3, square off on the main card of UFC 73 on July 7. In a variety of online polls, the fight has been voted the most-anticipated UFC match of the next few months — topping even Anderson Silva’s title fight with Nate Marquardt, and Sean Sherk’s thoroughly intriguing championship bout with Hermes Franca.

The latest shot has continued a series of ongoing insults between the two fighters. Back in April at UFC 69, a small skirmish between Evans and Ortiz provided some ring-side entertainment and sparked what has become one of the organization’s most public feuds.

Ortiz added some fuel to the fire with his latest MySpace blog entry:

“I am really pumped on caving Rashads face in… more focused than I have ever been I think. He really has no idea what he is in for…I guess until you get your ass kicked really good, you never really do. I am going to make him rethink his career in the UFC. Maybe he should go back to flipping burgers after I put him in a wheel chair. LOL”

Ahhh, paralysis — always makes for a good zinger.

In any manner, this fight is hugely marketable because of the two most important factors: the fighters truly hate each other, and the fight has a real impact on the division.

With Quinton Jackson’s dismantling of Liddell last month and Keith Jardine’s loss to Houston Alexander (and subsequent plunge in the rankings), the winner of Ortiz vs. Evans will take a major stride in the UFC’s 205-pound division. And it’ll be a hugely important one now that PRIDE middleweight and light heavyweight champion Dan Henderson and PRIDE veteran Mauricio “Shogun” Rua have joined the mix.

Additionally, with his second loss to Liddell at UFC 66, Ortiz seemed destined to be a gatekeeper for the light-heavyweight division — especially since a Liddell vs. Ortiz III event seemed unlikely. However, with Liddell’s long-lasting championship reign halted last month and an influx of new light-heavyweight talent, Ortiz could work his way back into contention with a win over Evans.

Likewise, a win for Evans could catapult the undefeated fighter right into title contention. The former Michigan State University wrestler has improved in each of his five UFC victories — and he’ll look to make it six straight with his toughest challenge to date.

UFC 73 takes place at the ARCO Arena in Sacramento, Calif. and airs on pay-per-view.

As the UFC 189 tour made its last stop in Dublin, featherweight champ Jose Aldo was met with a torrent of abuse from the Irish fans. It might have been unpleasant, but it might also have been just what he needed.